The Challenge

BA had built an MVP online check-in (OLCI) prototype and needed to benchmark it against key competitors to identify what was driving check-in confidence and satisfaction, ahead of evolving it from MVP to a more mature product.

The Outcome

Identified that check-in satisfaction is driven less by step count and more by perceived efficiency, data recognition/pre-fill, and reassurance at points of uncertainty, reframing stakeholder thinking from a feature-completion measure to an experience-confidence measure. Delivered comparative evidence against 6 named competitor airlines to inform BA’s roadmap prioritisation.

The Approach

As the assigned Askable+ Certified Researcher, ran 12 x 60-minute moderated sessions across two streams: usability testing BA’s prototype, and live benchmarking of 6 competitor airlines using participants’ genuine upcoming flights. Recruited to a detailed, client-defined spec including accessibility and neurodivergent participant quotas. Synthesised findings into a full research report with themed insights and recommendations.